China’s Little Red Book will sell the new Range Rover Evoque online

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The new Range Rover Evoque, named the Aurora in China, will be available via the country’s most trusted social shopping mobile platform.

Announced at the 21st Chongqing International Automobile Exhibition, the second generation vehicle will be sold via Xiaohongshu – ‘the Little Red Book’ – which has more than 100 million users and is considered a useful way for global brands to build their presence in China.

Predominantly used by female shoppers, the smartphone app is a mix of user-generated content, word of mouth advertising, and online community-building, focusing heavily on building trust and reliability between the platform and consumers.

The Chongqing show was also a good opportunity for the public to see the new Aurora up close and learn more about the new owners club announced last week.

Jaguar was also in attendance with the I-PACE garnering all the attention as it showcased Jaguar Land Rover’s electric future.